Our Vision

Our outstanding built and natural environments, culture and heritage, will attract UK and overseas visitors throughout the year, sustaining profitable and growing businesses with welcoming, committed staff. From family fun and groups to Free Independent Travellers, we will provide a sustainable and inclusive welcome for all.

We hope to achieve our vision by the end of the five years of this Destination Management Plan. Our vision ensures that our visitor economy is sustainable, both socially and economically, and protects and enhances our assets. We will also provide an inclusive welcome to all our visitors and ensure that no one is excluded from visiting Norfolk and Suffolk. Building on our natural environments, culture and heritage we will look to create a year-round economy, providing higher quality jobs for local people and more profitable businesses.

Our Aims and Priorities

Underpinning our overarching vision, this Destination Management Plan has three primary aims to be achieved through the delivery of four priorities, over the next five years.

Aims

3 1 2

Grow the value of the visitor economy in a sustainable and responsible way, providing careers for local people and supporting local employment.

Spread the benefits of tourism as wide as possible, seasonally and geographically, to the benefit of all.

Manage our destination effectively, with productive partnerships, clear roles and responsibilities and an engaged private sector.

Priorities

1

Raise Awareness

Focussing on our advocacy work with regional and national stakeholders, highlighting key issues, promotional activity/ campaigns, raising awareness of our outstanding products and experiences with target markets.

2

Develop our Rich and Natural Product

Covering foundation activities such as high quality environments, plus developing new products and experiences, cross-geography itineraries and themes.

3

Support Resilient and Engaged Businesses

Detailing our actions to support businesses to become more profitable, resilient, sustainable and inclusive working with national partners.

4

Effective Destination Management

Outlining our new management and engagement approach to destination management and partnerships as well as digital infrastructure development.